- Analysing the environment:

Stragic audits: The process of conducting a strategic audit can be

summarised into the following stages:
+ Resource audit:  identifies the resources available to a business
 The company is planning to expand by establishing new offices
because the sales growth in these countries has been increasing over
the last 3 years.
 Adventureworks website: The web developers at AdventureWorks are
transferring the existing website from an on-premises instance of IIS,
to an Azure Web App. They have requested that a data store is made
available that will hold the images of the products that are sold on the
website.
 Current sales/ ordering system: The current software on which bicycle
purchases are tracked, is a web-based application which directly stores
order information into an on-premises SQL Server database
 Customer service/Presales: the customer services departments support
customer

+ Value chain analysis: describes the activities that take place in a

business and relates them to an analysis of the competitive strength of the
business

 Primary activities: AdventureWorks sells bicycles and bicycle

parts directly to customers and distributors.
 The company currently has a single office in the Netherlands, and
have been selling bicycles in the United States, Germany and
Spain through a chain of distributors and through online sales on
its website. The fulfilment of delivery is done by local distribution
centers.

+ Sales performance:

 At any time, Sales must be able to re-create historical sales and

commission reports based on what happened at the time of the
order, not which territory gets credit today.
Understanding competitors:

+ the competitive rivalry is considered to be high. About 100 brands are

available and many do domestic manufacturing. The Chinese bicycle is more
sophisticated with advanced technology at a lower price. (Industry Overview,
2012)

Understanding market structure:

+ The US market of bicycles is dominated by the imported products. The imports

are from China and Taiwan. The domestic manufacturing market is also much
fragmented.

+ The online market is increasing day by day; hence the company should design a
website that would be reaching more consumers. The website can be linked to the
popular social networking sites for quicker reach and brand building.
 - Planning the direction:

+ Organizational mission: mission at AdventureWorks is to offer opportunities

for raising personal and environmental awareness, by people Learning and Leading
in the Outdoors, whilst fostering their desire to care for and give back to their
fellow people, and the natural world.

+ Value and expectations: the expectaion based on the business analysis process
is the well defined business problem, which is the inefficiency and preduced sales
levels. The analysis will help the business generate higher sale volume through
strategic sales plans.

+ Organizational objective:

 the Adventure Works Cycles Application Project consists of two

functional elements: an enhanced Web site and a sales force
automation system.
 In a highly competitive market, in which AdventureWorks has been in
business for the last 15 years, it wants to become the most innovative
bicycle company, providing both current and future bicycle owners
with best in class technology and service that provides unique
experiences
 Data analysis:  In recent times, that server has been struggling to
process the reporting data in a timely manner, as a result the
organization has evaluated the data warehouse capabilities of Azure
Synapse Analytics and want to migrate their on-premises data to this
platform. 
 Customer service/Presales: Over the last few years the customer
services departments have observed an increase in calls from
fraudulent customer who are asking for support for bikes that are no
longer in warranty, or bikes that have not even been purchased at
AdventureWorks. The department are currently relying on the
experience of customer services agents to identify this. As a result,
they would like to implement a system that can help the agents track
in real-time who could be making a fraudulent claim.